An In-Depth Guide to Medspa Marketing
Wouldn’t you love to get a level-up on your medspa competitors?
To put things into perspective, the medical spa market is projected to reach $36,030 million USD by 2028 (source).
So, the competition is fierce and you must come up with a bulletproof marketing plan to make it to the top.
This article will unveil all the medspa marketing secrets from how to craft a killer email marketing strategy to leveraging Facebook ads to attract potential patients.
Let’s get to it.
Why You Need to Invest in Marketing for Your Medical Spa Practice
Marketing, whether digital or in-person, showcases your brand to the world and provides them with a story behind your practice. Without any sort of marketing, your medical spa practice will miss out on massive opportunities.
Because medical spa practices are relatively new, it’s critical you get your foot in the door to make a name for yourself to start gaining traction.
But, let’s face it, everyone and their grandma now uses at least one social media platform. Not only that, but email marketing and content marketing are amongst the top ways to convert potential patients into life-long customers.
Digital marketing continues to showcase your medspa business and connect with your target audience even when you’re sound asleep at night. By incorporating one or many digital marketing tactics, you can grow and scale your medspa business quickly (and cost-effectively).
Digital Marketing Strategy for Medspa Practices
Digital marketing can be overwhelming, especially if you’re just starting out so let’s take a look at some top marketing tools to help expand your medspa practice.
Medspa Website: Search Engine Optimization and Other Tips
So you have a website, but is it converting customers? Long are the days you post a blog and hope that all your new customers flock to it. Incorporating a strong SEO (search engine optimization) plan will ensure your content is on its way to the first page on Google.
SEO is a complex subject but to keep it simple here are some simple ways you can increase your site’s rankings (without hiring a medspa marketing agency):
Create authoritative and relevant content for your audience — which means you need to know your target audience inside and out.
Use a free tool like Google Search Console to monitor your site’s performance and fix any errors that might exist.
Use marketing tools like Clearscope, Ubersuggest, or Semrush to investigate which keywords are appropriate for your website to help you outrank your competition.
Keep your content refreshed and updated to always stay helpful for potential new clients.
Include the correct metadata for landing pages, blogs, images, etc. to help Google, Bing, or other search engines easily find and showcase your content to the people who are looking for it.
Create highly sharable content so that you can link to other relevant sites — the more quality sites link to you (or visa versa) the greater the chance your site ranks higher in a search engine algorithm.
Craft content for local SEO — your medspa practice is relative to the location you’re in so write blogs pertaining to what’s happening in your area in relation to your medspa practice.
SEO is for a long-term marketing strategy and takes time, skills, and resources to execute. Aside from SEO strategies, there are other ways to set up your medspa website to captivate new patients.
Include AI Smart features as a way to seamlessly connect with your target audience— no matter the time or location. This is a personalized and responsive way to answer their questions, while you’re busy tending to patients. This can save your medspa business lots of wasted time answering the same repetitive questions, while that energy can be used elsewhere.
Another promising way to convert new patients who’re on the edge about your medspa services is by building in a testimonial display or a review generator so that new patients get the social proof they need to make an easy decision.
Last but not least, another killer way to optimize your medspa website is to set it up in a way that’s visually appealing and easy to navigate. It has been said that 75-80% of patients make their decisions about a practice’s credibility based on the visual design of their site (source).
What’s more, an astounding amount of new patients book their services via mobile, so optimizing your website for mobile is critical for the success of your medspa business.
Your website is essentially the digital home for your company, while email marketing helps drive people there. Let’s talk more about that.
Simple Ways to Use Email Marketing for your Medspa Business
Aside from your website, your email list is the only digital space you own. What we mean by this is, if Instagram fizzles tomorrow, you wouldn’t be able to access your 1,388,987 followers. However, you would still have your email list. Therefore, focused attention should be implemented to setting up, growing, and scaling your email list.
First things first... find the right email provider for you. For instance, ActiveCampaign focuses on email marketing whereas GetResponse offers more advanced features if you’re ready to scale your medspa business. Reflect on what stage you’re at in your business and which features matter to you to start off on the right foot.
Next up it’s time to get organized. The way you organize your email marketing list will make or break you. Here are some questions to consider when organizing your list:
What information do you already have on your patients?
What information is being taken from potential new patients?
Where is this information going and how is it being put to use?
How are you segmenting and personalizing email campaigns to optimize every single interaction?
Here’s an example of how you can utilize information on patients to provide them with the best offers/content:
Say you’re a medspa business that focuses on facial, specifically microblading, microdermabrasion, and micro-needling. You can craft 3 separate email marketing campaigns for each area of interest and overlap them with information on how many times each patient has come to you for said service. So, patients who have come to you 3 or more times this year for microblading will get a different campaign compared to micro-needling patients who’ve come to you once this year.
In this way, you’re giving them exactly what they need at exactly the right time.
Other areas to focus on with your email marketing effort include a well-thought-out welcome email sequence that introduces who you are and what you do, timely reminders for patients who have upcoming appointments, and engagement campaigns for those who forgot you exist.
At this point, you’ve got all your ducks in a row with your optimized site and organized list so it’s time to think about paid advertising.
Paid Marketing for An OnGoing Influx of New Leads
Now before you start on this road, we’ll reiterate that you’ve taken the proper steps to optimize your medspa website and email marketing. Without this core backbone, paid marketing won’t do you any good.
If you don’t know what you’re doing pay-per-click, Facebook ads or any other type of digital ad can easily burn a hole in your wallet. So these tips and tricks will give you just what you need to strategically execute paid marketing for your lead generation.
Paid ads come in all shapes and sizes from Facebook ads to Google Ads, so start by focusing on one. Think about where your audience mostly hangs out and what your paid ad budget is. Google ads might reach a wider audience who are looking for specific products whereas Facebook ads offer more targeted ads to people based on their interests.
When first starting, Google ads might bring in quicker results while Facebook or Instagram ads might take a while longer but eventually get narrowed down to pinpoint your most primed target audience.
At the end of the day select the platform where your target audience mostly hangs out.
Here’s a quick breakdown for each paid ad platform:
Google Ads PPC for Medspa Businesses
Learn what keywords your audience is searching for. Incorporate these keywords into your ad copy to ensure those who are looking for those words will see your ad.
Then set your keyword matches. This setting allows you to show up for an ‘exact keyword match’ or in situations where keywords might be jumbled up, but still all there.
Set a bid limit that aligns with your budget. A bid is the highest amount you’re willing to pay if someone clicks on your ad.
Understand your cost per click metric. This is the actual number you end up paying when someone clicks your ad and is oftentimes not the entire amount you set to bid at.
Set up your landing pages. This is where new patients will go once they’ve clicked on your ad.
Connect your page to Google Analytics. This will allow you to monitor and adjust your ads.
Now, onto Facebook Ads.
Facebook Ads for Medspa Businesses
Every year Facebook Ads get more intuitive leaving you with a greater chance to reach the most optimal patients. Set your Facebook ads up using these 10 easy steps:
Set up your account for social media advertising. Head to Facebook Ads Manager to make sure your credit card information is linked and your business information is accurate.
Configure your audience. You have multiple options with audience targeting. You can either create a lookalike audience where you import data from your email list or website and Facebook will craft an audience similar to that. If you’ve already set up your pixel you can craft an audience that has visited a certain page on your website. Another option is to create an audience based on your Facebook engagements.
Choose the type of campaign you’d like to run. Your options are awareness, consideration, and conversion. Awareness is the best place to start if you’ve never run an ad here before. Once you’ve selected your campaign, click on the audience you’ve already set up under ‘used saved audiences’.
Select audience size and age. This number is based on your specific demographics. For instance, if one was targeting the U.S. without any specifics, the average size would be about 500,000 to give an example.
Set budget, schedule, and placements. Decide on where you want your ads to appear (ie. on Facebook stories, the home feed, Instagram, etc.), set up how long you want your ad(s) to run and how much you want to invest.
Lead generation: set up where your target audience will go.
Design your social media ads and copy. You can either do this directly on the platform or from outside software. Decide whether you’d like a carousel post, video, or a single image. Then write your ad copy to complement your visuals. When in doubt, don’t make it look like an ad and keep it simple.
Click publish, wait and then analyze your insights.
Ultimately, whatever type of digital advertising you go with, it’s all about testing to see what resonates, tweaking it, and then reapplying it. Be patient, track your insights, and hire a professional if you’re overwhelmed (after all, this is an entirely different job!)
Social Media Marketing to Strengthen Your Online Reputation
Social media is a brilliant way to foster relationships with your new patients. At first, it might seem appealing to be on all platforms, but it’s more effective to dominate wherever your target audience is at.
For instance, a younger crowd flocks to Tiktok for short-form videos, while mid-aged females love Pinterest for inspirational blog posts. Given that your website is set up, and your email marketing is on point, social media is only an added bonus to provide new leads with content they’ll love.
Whether you’re a medical aesthetic practice or reflexology business, there’s a social media platform for you! So, once you’ve decided on which one aligns with your goals, optimize your profile.
For example, on Instagram include who you are, what you do, and who you serve concisely. It also doesn’t hurt to add a splash of ‘social proof’ (as in how many happy customers you’ve serviced). And, for the most critical part... your link. Make sure it’s up-to-date and leads to your latest offer.
Stay up-to-date on the latest trends and relevant news so you can easily find new ways to connect with your target audience.
Like search engine optimization, social media marketing is a long-game strategy that will take some consistent time and effort to see lasting results.
Utilize Online Directories to Increase Your Online Reputation
Online directories are a fantastic way to quickly increase your online reputation (for the better). Not only do they help potential patients find you easily, but they also provide quality link clicks which helps boost your search engine optimization.
Offline Marketing Strategies to Attract Potential Patients
It is no secret that digital marketing dominates today’s world, but there is magic in the traditional way of marketing too. Traditional marketing like partnerships, networking, direct mail, or local events is a great way to add a personalized element to your medspa business.
Signing up for speaking positions or functions in your area is a great way to reach a lot of local people at once and make a lasting impression.
Key Takeaways for Medspa Marketing
It all boils down to one thing: find where your audience is plus what works for your specific practice and you’ll continue to grow indefinitely.
DearDoc’s core mission is to help medspa businesses like you to innovate your technology, lighten your load, and seamlessly attract more patients through AI Smartchat features and web development. We know it could be overwhelming to do it all yourself, so get it touch with a Deardoc expert today!